From the bottom of the tree
to the top of the funnel.
HometownQuotes already owns the hard part — agent demand, live-transfer ops, and two decades of ping tree relationships. What's missing is exclusive, first-position supply to feed it. This is the plan to rebuild that supply as an owned & operated channel — with Better Spender carrying the build, the media risk, and the day-to-day management.
Buying from the ping tree
Shared, delayed, cold, rented. Why the current model caps growth — and kills resale value.
Owned & operated, rebuilt
Network → form → optimize → qualify → your subID. Revenue optimization at every step, all managed.
One lead, six revenue streams
Agents, live transfers, fresh overflow, click-table sales, the GEICO CPA deal, and RSOC. Interactive math.
The same lead, two worlds
Side-by-side: position, price, exclusivity, consent, data — and what remains when spend stops.
The pilot, not a leap
Who brings what, what HQ never has to fund, and a bounded 60-day pilot with clear targets.
The ping tree doesn't disappear — it changes roles. It stops being your primary supply at retail prices and becomes your overflow channel.
Buying from the ping tree
Every lead HQ buys today was born on someone else's site, auctioned in real time, and dialed by everyone above you first. Click any step to drill down — or press play to follow one lead through the tree.
THE LEAD'S JOURNEY — before it ever reaches you
The compounding problem: resale is dead on arrival
By the time HQ goes to resell a lead, every buyer on the tree has already seen it. Duplicated inventory → near-zero sell rate → the tree is a cost center only. Twenty years of demand-side relationships, and nothing fresh to sell into them. That's the asset this plan reactivates.
Owned & Operated: HometownQuotes
Better Spender runs this entire engine — platform + agency of record. Click each stage to see what happens there, who runs it, and where revenue is optimized. Your core business runs exactly as it does today; this stacks on top.
ADDITIVE, NOT A REPLACEMENT — your core business runs exactly as it does today. HometownQuotes adds new channels and subIDs on top, and you choose how each one monetizes. MaxProfit doesn't get replaced — it gets better inventory: subIDs where you're first to dial, at cost, instead of last to dial, at retail.
One lead, six revenue streams
Today a lead has one way to make money. An O&O lead has six: agents, live transfers, fresh overflow to the tree, click-table sales to carrier buyers, HQ's GEICO CPA deal, and RSOC — and it costs less to begin with. Every number below is illustrative and editable: plug in HQ's real numbers live on this call.
TODAY — TREE BUY
O&O — NEW HQ SUBID
Revenue per lead — same consumer, two worlds
Bar = revenue per lead · marker = what the lead cost you
Show the math (table view)
The same lead, two worlds
Click any row for the drill-down. The right column is what changes when the lead is born on a HometownQuotes property instead of someone else's.
The ping tree doesn't disappear — it changes roles.
It stops being your primary supply at retail prices and becomes your overflow channel — and because your overflow is fresh, first-position inventory, you're finally selling into the tree instead of only buying from it. You move from the bottom of the tree to the top of the funnel.
A pilot, not a leap
HQ is not being asked to fund media, build technology, or hire anyone. Better Spender operates as agency of record for the O&O channel; HQ sets the buy box and monetizes the leads.
Form technology and hosting, conversion-rate optimization, network & publisher relationships across email / social / search traffic, click-table build-out with carrier-class click demand (MediaAlpha-style), cross-sell offer access, RSOC, DQ monetization, compliance capture (TCPA consent, TrustedForm/Jornaya certs), and full channel management as AOR.
The buy box and lead spec, agent demand and sales team, live-transfer operations, ping tree relationships for overflow, the GEICO CPA deal (an owned asset earning nothing today), the HQ consumer brand — and the MaxProfit optimization brain, now pointed at first-position inventory.
No media budget at risk — publishers and the network fund traffic on performance. No engineering build — the stack exists and is live today. No new headcount. No long-term commitment to start — the pilot is bounded, measured, and cancelable.
The 60-day pilot
Performance-based and aligned: the channel runs as one shared P&L — leads, live transfers, overflow, clicks, GEICO CPA, and RSOC all flow into total channel revenue, with Better Spender compensated as a revenue share of the whole. No retainers, no build fees — we only earn when the channel earns. Exact terms are what we're here to shape together.
This team has run this exact playbook before: at QuoteWizard, one of us built the insurance form itself and the other bought the traffic to it — internal media buying and product, at scale, in this vertical. The stack proposed here is the one we already operate.
Let's pick the vertical and stand it up.
One vertical · one network · first leads posting in weeks · review at day 60 against agreed targets.